Thanks to our present CEO, we've spent several hundred thousand dollars of our own money. There's no financial return or reward for this, just so you know. We've continued to do this because we felt that it needed to happen and in our humble opinion it was a travesty that these stakeholders weren't getting together.
Let's use your exact example. Wouldn't it be wonderful if the trucking industry, in collaboration with the customers who utilize their services and other stakeholders, came to the table and addressed the issues of the day? It's democracy taking place. Everybody gets input. You'll never agree to everything, but what we discovered....
To illustrate the point, we've created a movie. We presented it to the Canadian Renewable Fuels Association conference. By the way, we don't make movies. We videotaped it and pulled it together.
However, to illustrate the point, we said, “We're sitting here with these global leaders, influencers in Canadian business in a wide variety of industries, who all have a collective interest. What if we asked them three unaided questions? I wonder what they would say.”
So we did. We asked them three unaided questions. This included the global leadership from Chrysler; Enerchem, out of Quebec, in terms of some of the wonderful things they're doing; Iogen; and the University of Michigan. We said, “Do you care about sustainability?” Everybody answered differently, but kind of the same.
We asked, “If right now we pour petroleum products into our fuel equation, how do you see the future?” Everybody hasd different ideas, but there is a consensus that brews there as well.
Then the last question we asked was, “What needs to happen?” They all said essentially the same thing.
That was just one example. We're saying we're never going to agree to everything, but there's this hunger, this thirst, to bring a community together to figure out how to navigate this.